Roc Nation veteran Ty-Ty Smith and London-based musician and A&R executive Shabz Naqvi have joined with Universal Music to form a new label venture dedicated to Desi Trill, a new genre that incorporates South Asian music with hip-hop.

UMG said the first release from the label, called Desi Trill Music, will arrive next month with label chief Lucian Grainge’s blessing. “Having worked with Ty-Ty for many years, I know we share a passion for discovery and artist development, and I am excited to watch how he and Shabz influence culture around the world with this exciting new sound,” he said.

Smith got his start at Marcy Music, where he worked at Jay-Z’s road manager. In 2001, he co-created Carter Faculty with Def Jam, and four years later took the role of senior vp of A&R at Island Def Jam. Then in 2008, he helped Jay-Z found Roc Nation, where he held the role of president of A&R for years. Naqvi is also a Roc Nation A&R veteran and, as Mr. Shabz, is known as a member of the UK garage and hip-hop collective So Solid Crew.

“Been fighting for U.K. Hip Hop/UKG/R&B culture for 20 years,” Naqvi noted in an Instagram post on Tuesday. “It was always a dream to bring South Asian culture to the forefront. Been celebrating with my brothers from all different cultures now I can celebrate mine. Music brings everyone together, time to educate.”

Desi Trill is defined by the new label as a “new genre of music that bridges South Asian heritage with the vibrant rhythms of hip-hop. Imagine traditional Desi rhythms, melodies and vocals blended with a mixed array of hip-hop themes. This genre isn’t just about pushing artistic limits; it’s a celebration of cultural diversity in today’s hyper connected world.”

Added Smith: “Music knows no borders. It’s an incredible time for South Asian culture and hip-hop to come together to create a new and exciting genre of music. It gives us great pleasure to bring our vision to the world with DESI TRILL MUSIC.”